memory video

Question 1

memory is important for brands

Answer 1

brand names
brand benefits
experience with the brand

Question 2

brand names

Answer 2

Brand names→ if we remember a brand name, it will be considered for purchase
Ex: walking into wine store and you see many dif brands of wine, the brands you can remember will be the brands that you will consider

Question 3

brand benefits

Answer 3

If we remember a brands benefits→ our attitude towards the brand will improve

Question 4

experience with brand

Answer 4

If we remember good experiences with a brand
our attitude towards the brand will improve
we may recommend the brand to others

Question 5

Memory is important for brands but the issue is that consumers have bad memory towards brands

Answer 5

Ex: if you think about super bowl commercials, brands will pay for the commercials and want to show their ads in the hope that people will remember the brand and brand benefits
The reality is that people can barely remember the ads
People dont remember ads that they see and even when they remember the ad but they dont remember then brand
Monster did a funny ad but people didnt remember the brand but rmebered the ad
Consumer memory is not good and even when they remember the ad, they dont remember the brand

Question 6

memory failure

Answer 6

interference
confirmation
sleeper effect

Question 7

interfence with Mastercard

Answer 7

Ex of mastercard vs visa
Mastercard has been the official sponsor of the fifa world cup since 1994
Mastercard was the sponsor for the final in 1994 so there were mastercard logos everywhere
Mastercatd hoped that their investment would pay off in terms of memory and in terms of liking so people would like mastercard more bc of association between fifa and mastercard
To test if the mastercard investment payed off, mastercard hired a market research company to measure day after recall→ took a random sample of people and asked them questions
The question was: which credit card company sponsored the final → the answer was that 56% said visa was the one who sposonored, only 42% was mastercard
Why would this happen? Why would they make this mistake
One reason: visa is a leading market share brand in credit cards, stronger link in our minds between the concept of credit card and visa, when we think of credit cards, the first brand that comes to mind is visa

Question 8

interrfereance

Answer 8

Interference : interference of a stronger link in memory. Big issue for marketers
We see this in oter product categories like cameras: canon having a big market share. Kodak would sponsor the olympics but not anymore

Question 9

solution for interference

Answer 9

SOLUTION for a smaller brand facing interference from a larger brand: create a new link in the consumers memory that the leading market share company doesnt have . mastercard could target mcgill alumni and sponsor mcgill activities → goal is to create a strong link between mcgill and mastercard (when they think of mcgill, should think of mastercard
Solution: CREATE AND OCCUPY A SPECIFIC NICHE^

Question 10

confirmation

Answer 10

Confirmation bias
Our mind wants to follow that expectation
Research study done during the 2004 election in the us→ between bush and kerry
Looked at debates
Took a 5 min video clip of the debate, there were the same number of grammatical mistakes made by each candidate
Showed the clip to people who hadnt seen the debate, one hour later, people were asked to recall the number of grammatical mistakes made by each
What they found: people found more mistakes for bush even though he made the same as kerry
‘Explanation for this: confirmation bias, there was an expectation that bush uses sloppy language → influences our memory
Another example: go to a restaurant, have a bad meal but we recall bad service even if the service was actually good

Question 11

slepper effect

Answer 11

We remember the message not the source
Ex: germex. Has the message fight germs with your bare hands
Over time, our mind is more likely to remember the message rather than who said it—> good news for marketers because when marketers create ads, they can be confident that as time goes by, consumers will remember the ad but forget the source . firms are not credible sources

Question 12

Rumours spreading oin population and sleeper effect

Answer 12

Can explain why rumors spread in the population→ ex; what is obamas religion. 12-18% say that he is a muslim even though he isnt. Why does a rumour persist over time? People remember the rumour but forget who spread the rumour. It was fox that spread it and people only remembered the claim

Question 13

confirmation bias plus sleeper effect

Answer 13

Can also talk about confirmation bias→ the people who think he is muslim are people that dont like obama anyways , will have negative attributes

Question 14

neg avdterising and sleeper effect

Answer 14

Sleeper effec also explains why negative advertisement is likely to be effective → ex: political advertising. Steven harper launched a negative ad campaign towards the liberals. He then apologized. Sleep effect says that people dont the source or the apology but what will be remembered is the attack

Question 15

repetition and sleeper effect

Answer 15

Rumours and neg advertising also work with repetition
Ex: conspiracy theory that 911 was planned by the cia . if the rumour is repeated, comes to mind quickly through the availability heuristic, it becomes true
Repetition is another reason why rumours gain strength over time
“ repeat a lie a thousand times and it becomes the truth”–> repetition increases believability

Question 16

how cna we improve memory

Answer 16

Chunking
Imagery
Recirculation
Retrieval cues
Mood

Question 17

chunking

Answer 17

Ex: from mtl, probably easier to remember 514-738-3294 rather than 649-738-3294–. For mtl, 514 is one chunk or one unit bc its the area code. 649 is not a chunk and will have to remember 6,4,9 whereas for 514 we remember 514
Chunking reduces the number of units to be encoded in memory –reduces problem of selective attention
The mind being a funnel: the funnel is narrow so chunking reduces the number of units a mind can take in
Chunking can also be done with letters : if you have a campaign where you want people to remember stuff, use summaries like abc (abstain, faithful, condomize)

Question 18

imagery

Answer 18

The mind can process: words (verbal processing) or senses (imagery processing: sounds, smells, ituch, taste )
Imagery processing capacity is greater
Can do an experiment to test this: can try to remember faces or names . look at a set of pics and try to remember the names of people in the picture or write down names the names of these people on a sheet of paper
Easiest to remember faces when they are in the form of pictures rather than written down
Absorbing info and encoding it is higher in the form of pics
Advertising should use pictures – picture is worth 1000 words as its easier to encode. But also show the benefit of the product in the picture.
Visualization helps memory – used by memory championships where people take tests for memory and one of the common techniques is using visualization . remember grocery list, he imagines the different items on the list in dif places in his apartment which helps him remember a long grocery test

Question 19

recirculation

Answer 19

Repeat the brand name or a brand slogan over and over again – passive, repeated exposure
See this in slogans and jingles
Got milk is an example

Question 20

retrieval cues

Answer 20

Use retrieval cues
Common kind is a logo
Why have a logo– serves as a repeated cue at the point of sale
So when you are in the store, looking at the brand, logo will help remember ads you have seen or past experiences
Helpful bc they are retrieval cues and help you remember all of the info you have been exposed to in the past
Logos should be visual bc the mind processes visual info more efficiently
Logo should also demonstrate the brand benefit

Question 21

retrieve cues and test prep

Answer 21

Another way that retrieval cues can be used to increase memory is during exam prep: if you need to memorize info, if need to improve memory, use retrieval cues. How does this work; you should prepare for your exam in two stages 1) learn at home (repetition, try to link dif concepts in the mind, do at home) 2) learn in the test classroom : try and come to school and sit i the classroom and do one round of prep in tje classroom bc retrieval cues in the classroom will help your memory during the actual test . ex: position of the other chairs, the blackboard, all retrieval cues being attached to the material you are learning, the retrieval cues help access the info in your mind and increase your memory during the test

Question 22

mood

Answer 22

Improve peoples mood
Done in stores
In walmart, someone greets you
Might get free gifts, food samples, popular moods
If consumers have a more positive mood, they will encode the positive experiences in the store in their memory and will have better memory for the good things that happened in the store
Mood biases the encoding of info- favours the encoding of positive experiences and that way, makes it more likely you will remember good experiences with the brand later on